# Custom World Cup Fonts Nike Commissions Craig Ward for Custom Type for England's World Cup Kit By Kalin Ned | Published 2018-03-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/england-world-cup-kit References: [behance.net](https://www.behance.net/gallery/62315197/England-2018-World-Cup-Kit) & [behance.net](https://www.behance.net/wordsarepictures) Typography and graphic designer Craig Ward creates a custom typeface for this year's England World Cup kit. The numeric and alphabetical characters are directly derived from the clarity and geometry within classic English typefaces such as Flaxman, Johnston, Gill and the like. [Nike](https://www.trendhunter.com/trends/t90-jersey) requested the custom typeface for the England World Cup kit to be condescend, as it would be featured on advertisements, apparel, etc. Craig Ward noticed that in doing so, the characters lost their grit and their implied geometry. To counter that, the graphic designer employed a more creative approach— the England World Cup kit's custom typography "features inline, outline and fill weights," as well as in some instances "quotes aspects of other fonts" for familiarity purposes. The typeface was modeled in 3D and while it primarily features alphabetic and numeric values, it also incorporates the [St. George's](https://www.trendhunter.com/trends/malt-whiskeys) cross. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 19% | Activity: 25% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Custom World Cup Fonts:** The trend of creating custom typefaces for World Cup kits allows for unique branding opportunities. - **Typography Design:** The trend of using innovative typography in design opens up possibilities for creating visually appealing content. - **3D Modeling:** The trend of using 3D modeling in typography design enhances the visual impact of the text. ### Who This Affects Most - **Sports Apparel:** The sports apparel industry can benefit from incorporating custom fonts in their designs to create unique and memorable products. - **Advertising:** The advertising industry can leverage the trend of custom fonts to develop visually striking campaigns that stand out from the competition. - **Graphic Design:** The graphic design industry can explore the use of custom typefaces to push the boundaries of traditional typography and create innovative designs. ## Related on Trend Hunter - [Soccer Structure-Inspired Brands](https://www.trendhunter.com/trends/ea-sports-fc.md) - [Floral-Detailed Football Kits](https://www.trendhunter.com/trends/william-morris-gallery.md) - [Next-Gen National Kits](https://www.trendhunter.com/trends/2026-home-kit.md) - [Collaboration Football Beer Branding](https://www.trendhunter.com/trends/carling-emirates-fa-cup.md) - [Performance-Driven Football Wear](https://www.trendhunter.com/trends/t90-jersey.md) - [Whimsical Soccer-Themed Illustrations](https://www.trendhunter.com/trends/soccerthemed-illustrations.md) - [Typography Food Campaigns](https://www.trendhunter.com/trends/pumpui.md) - [Fan-Designed Football Kits](https://www.trendhunter.com/trends/manchester-city-x-puma.md) - [Safety-First Car Typefaces](https://www.trendhunter.com/trends/volvo-centum.md)